This Week's Merge: Why #IceBucketChallenge And #ShareACoke Were Big Social Winners For 2014

December 10, 2014 at 4:00 AM (PT)

In her final piece for 2014, JACOBS MEDIA Dir./Digital and Social Strategies and MERGE author LORI LEWIS writes, "Many of our challenges right now aren't about technology but rather understanding the social dynamics of how people participate today.

"It's not about our agendas; what we want to say, or what we want to do. It's about always learning what it is the fans want to hear; what moves them into action.

"Dismissing the way people use social in favor of self-indulgent promotions is as brand erosive as bad breaks. Over time, the audience becomes fatigued and unmoved. In short, they become passive fans.

"And there is no value in a passive social fan base."

Read more in this week's MERGE – written to help assist the radio and record industry in the social and digital space.